Nima Heirati

Dr Nima Heirati

Senior Lecturer in Marketing and Deputy Head of Department
+44 (0)1483 682016
12 MS 03
Student Feedback & Consultation Hours: Available upon request on Mondays


Areas of specialism

Service Marketing; Customer Experience; Business relationships ; Service innovation and servitization; Psychological implications of Artificial Intelligence ; Business model innovation

University roles and responsibilities

  • Deputy Head of Department

    Previous roles

    Senior Lecturer in Marketing
    Queen Mary University of London
    Lecturer in Marketing
    Newcastle University


    Research interests


    Postgraduate research supervision



    Heirati, N., Leischnig, A., & Henneberg, S.C. (2023) Organization Architecture Configurations for Successful Servitization, Journal of Service Research, Forthcoming.

    Despite the growing importance of servitization as a source of competitiveness for manufacturers, limited knowledge exists about organizational issues of servitization. Drawing on transaction cost economics theory and a configuration theoretical perspective, our study illuminates different organization architectures for servitization and how firms align such architectures with servitization approaches to achieve high financial performance. We analyze qualitative data based on interviews with 22 managers and quantitative data from a survey of 161 equipment manufacturers. The results indicate that manufacturers mostly opt for one of three organization architectures for servitization: internal product business unit, internal specialized service business unit, or external service provider. In addition, they reveal equifinal configurations of servitization characteristics to achieve high financial performance for each organization architecture. The internal specialized service business unit turns out as a flexible organization architecture to successfully provide smoothing, adapting, and substituting services. The use of an external service provider is less suited for the provision of adapting and substituting services, which require more knowledge specialization and coordination. All three organization architectures can be used to provide smoothing services. In summary, the results may serve as decision-making templates for aligning organization architecture, offering characteristics, and service provider integration to pursue servitization successfully.

    N Heirati, N., Sok, P., Leischnig, A., Henneberg, S. (2023) Configuring managerial ties to leverage innovation approaches, 6th IMM Summit.
    N Heirati, N., Thronton, S., Leischnig, A., Henneberg, S. (2022) Successful configurations of servitization, organizational characteristics, and environmental characteristics to achieve high financial performance, 12th SERVSIG Conference.
    Heirati, N., Kim, B., Wang, L., Kim, Y. R. (2022) Examining consumer attitudes towards high street mobile apps: The role of gamification to increase consumers’ adoption and engagement, 12th SERVSIG Conference.
    Zaki, M., McLeay, F., Henneberg, H., Heirati, N., Leischnig, A. (2021) How to create a digitalisation strategy that works, Cambridge Service Alliance, University of Cambridge.
    Heirati, N., Henneberg, S., Leischnig, A. (2019) Financial performance of service infusion: Equifinal constellations of organisational design, product characteristics, and service infusion approaches, Spring Servitization Conference, 179-187.
    Dzenkovska, J., Lemke, F., Schoefer, K., Heirati, N. (2017) Customer Experience Quality: Boundaries, Measurement and Management, Frontiers in Service.
    Dzenkovska, J., Heirati, N., Lemke, F., Schoefe, K. (2016) Customer Experience Quality: Preliminary Inquiry Using Repertory Grid Technique, International Colloquium on Relationship Marketing (ICRM).